This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Italy.
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Overview:
Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries.
The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.
The Consumer Lifestyle in Italy report includes:
Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented
The Consumer Lifestyle in Italy report answers:
- How is the consumer mindset in Italy changing? In Italy, what are consumer attitudes towards “green” and sustainable products?
- What values influence consumers in Italy purchase decisions?
- Where and how do consumers shop in Italy?
- What health-related activities do consumers in Italy participate in?
- What megatrends should I focus on in Italy (and why)?
- How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
- My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Businesses harness megatrends to renovate, innovate and disrupt
The drivers shaping consumer behaviour
Megatrends framework
Digital Living will play a pivotal role in new product development in Italy
Convenience
Wayla launches Italy’s first on-demand urban minibus service
Italians seek ways to make life easier
Consumers strive for a better work-life balance
Older consumers want to see what they are buying
Italians enjoy the convenience of online shopping
Young people lack the time for cooking
Digital living
Virtual influencer Francesca Giubelli gains celebrity status on social media
A third of Italians possess a virtual assistant device
Consumers pay greater attention to data privacy
Millennials are the most protective of their personal data
Friends and family are the first port of call for recommendations
Consumers expect a greater amount of online activity in future
Diversity and inclusion
Autogrill launches pizza designed by PizzAut staff to promote inclusion in the workplace
Most Italians abstain from social activism
Millennials are the most eager to instigate change
Italians embrace diversity and inclusivity
Consumers pay more attention to brand values
Experience more
Four Seasons attracts fashion lovers with personal stylist experience in Milan
Italy’s experience economy continues to thrive
Italian tourists seek safe and relaxing destinations
Consumers prefer real world over virtual experiences
Personalisation
ARD Discount launches new loyalty app to enable more personalised offers
Italians are wary of giving away too much personal information
Personal expression is important to Millennials
Premiumisation
Arcaplanet launches meal kits for dogs
Most consumers want to streamline their lives
Millennials feel the most financially secure
Consumers want foods that are natural, healthy and local
Pursuit of value
Value-focused retailer Pepco launches its first city store in central Milan
Older consumers are the most frugal
Consumers continue to worry about the cost of living
Italians show support for the circular economy
Consumers will continue to seek ways to maximise value
Shopper reinvented
Iper , La grande celebrates 50th anniversary with metaverse experience
Most consumers want personalised experiences
In-store shopping is still preferred for physical items
Social commerce continues to gain traction
Young consumers use social media to engage with brands
Sustainable living
Everdrop offers innovative and eco-friendly alternatives for personal and home care
Many consumers are eager to adopt greener lifestyles to help save the planet
Older consumers are happy to “make do and mend”
Italians are highly concerned with cutting down on food waste
Consumers are scrutinising brand values more closely
Biodegradability is considered the most important sustainable packaging feature
Wellness
Dreamfarm launches dairy-free ricotta based on almonds and cashews
Herbal remedies are a popular way to unwind
Italians take a growing interest in holistic health
Consumers remain aware of health and safety when outside the home
Leverage the power of megatrends to shape your strategy today
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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.
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